From London luxury to California technology. Angela Ahrendts, previously CEO of the British fashion group Burberry, will be the number one Apple Store.
The Cupertino company has announced that Ahrendts, 53, will join the team with a position specially created for her: senior vice president of physical and online stores. In practice, you will be responsible for directing the "strategic direction, expansion and operations" of the Apple Stores.
The new position fills a major gap in Apple's commercial policies. The vacuum was created in 2011, with the farewell – JC Penney director – of Ron Johnson, senior vice president for retail sales. His replacement, John Browett, left the company last year.
Now Apple wants to expand the scope of this position to include sales in online stores as well.
With the hiring of Ahrendts, CEO of Burberry since 2006, Cupertino wants to draw on its years of experience in the luxury sector. The businesswoman is the second luxury executive to land at Apple, after Paul Deneve, of Yves Saint Laurent, became the tech giant's vice president of special projects.
